FORD ACCESSIBILITY MAT

More that 46 million people in Brazil have some type of liability. For a large number of them, accessibility is hindered by the lack of access ramps on sidewalks.

GTB Brazil, took the ubiquitous car mat already present in all Ford Ecosports and give it a whole new function. It made it rigid, yet foldable, so it could function as an easy-to-use ramp that could conveniently travel on the back of a wheelchair.

By adding a microchip that could communicate with the user’s phone via Bluetooth, Ford’s City Solutions team could work with local officials to identify places where ramps were needed each time a mat was used.

By sending a strong message about independence and autonomy of disabled people, the mat is a true manifestation of Ford’s ongoing mission to bring smart mobility to a smart world.

PONY PERSONALISER

For decades, fans have customized Ford Mustangs wanting to make their own a one-of-a-kind. However, the one thing they love the most, the iconic Pony badge, was always off-limits; until now.

With the online Pony Personaliser, for the first time ever, owners could design their very own, one-of-a-kind Mustang badge and put them where they belong, on the front of their cars, and on hoodies, hats, T-shirts, mugs, and more. It even came with its on desk stand.

And, because we wanted a platform fueled by social reward, we celebrated the best creations by featuring them in our advertising on a hyper-targeted multi-channel national roll out.

A HALL OF FAME, FOR FANS

Most sports have a Hall of Fame, but none had a hall of fame honoring the people that make it all possible, the fans. Until now.

We worked alongside Ford, the Pro Football Hall of Fame, and the NASCAR Hall of Fame to do just that. While most brands were busy creating spots for this year's Super Bowl, we were busy making a difference in people’s lives.

This multi-year integration between Ford, dealers, and business and media partners culminates with the creation of a physical Ford Hall of Fans inside the Pro Football and NASCAR halls of fame that is bound to redefine how sports marketing partnerships are measured.

LIFE'S FIRST-EVERS

The fastest growing segment in the US auto market is Compact SUVs. The last thing people needed was yet another to choose from. The problem? Ford was introducing one for the first time ever and had to get on to people’s lists and into their hearts fast. So we started before vehicles were even available by asking a blind question:“What’s that thing you’ve always wanted to try for the first time? And thousands responded. That’s when we got busy, making people’s first-evers happen with the First-Ever EcoSport.

WE ARE BETTER TOGETHER

The Olympic Games is a moment when we all root for the same team, something that seems a bit lost these days.

So, when it came time to launch the all-new Ford Expedition with seating for eight, we took the opportunity to feature the stories of inspiring people around America, including the Cowgirls of Color, Amaiya and Mohammed Zafar, Dallas Big D Band, Dotan Negrin, the Utah Junior Grizzlies, and Bridge Lacrosse Dallas.

People who are made better because of each other and whose daily lives are a true reflection of: "We're better together than we are apart."

THE FRONT PAGE OF THE INTERNET

How do you win over the most hostile environment known to brands?Here’s one way.

Company: TBWA\CHIAT\DAYRole: Creative Director

A SHOW FROM VIRTUAL TO REALITY

What do you get when you put together Nissan, Playstation and Gran Turismo?... the biggest real-life Cinderella story going on on TV; of course.

We created a reality TV show that takes the top GT gamers in America and pits them against each other in a game from virtual to reality. You read that right, one day you are a gamer, some short months later you are racing on the 24 hours of Dubai, for Nissan!

With more than 400,000 entries on Season Two alone, the show is a hit and so are the Nismo Athletes.

In a true testament to the magnitude of this idea, GT Academy winners are being groomed for F1.

Enjoy the trailer and the Season 2 Case Study.

Company: TBWA\CHIAT\DAYRole: Creative Director

NISSAN HEISMAN HOUSE

College and fraternities, they go together just like Monday night and football.

When the turn came to redefine a long standing partnership between ESPN and Nissan, I felt my team had a chance at creating not just a campaign but a franchise of its own.

And so we did, with the Heisman House, a fraternity made up of some of NFL’s all time greats, the Heisman Trophy winners.

Nissan’s Heisman House has become a part of the fabric of college football and such a piece of sports pop culture that even Barack Obama got in the game.

And, ESPN ended up doing a very cool prime time TV special on it.

Enjoy the films.

Company: TBWA\CHIAT\DAYRole: Executive Creative Director

WE ARE ALL CONNECTED BY THE THINGS WE LOVE

The campaign for the Versa Note is all about connecting you to the things you love. So when it came to doing something on Facebook, we decided to show people how they’re connected by the things they love. Because friends + passions are what makes us, well, us.

Company: TBWA\CHIAT\DAYRole: Creative Director

THE FIRST CAR EVER SOLD THROUGH AMAZON

The Versa Note is the car that gives you more of what you love. So, when it came time for its launch, we thought, what better place to do it than through the place everyone goes to get more of the stuff they love, Amazon.com. So, we created a landmark collaboration with Amazon to be the very first car sold through it.

The media attention was instantaneous. When we turned our attention to its delivery, we knew we had to do it just the way Amazon does it, in the biggest boxes Amazon had ever made.

However, we made a plan to create an internet phenomenon around the delivery. During the shoot we left the box on the street for a whole day waiting for some curious person to snap a pic. Reddit user Listrophy was the first, and she posted the street pic to the site. The picture just took off and showed up on the front pages of newspapers in over 50 countries across Asia, Europe, Australia and even Africa.

But, there’s something else we did, we left Nissan’s logo out of it, so people would start asking, What’s in the box? And this started its own meme.

We then released the reveal video. And we were news, again. Here's an infographic of the journey of Nissan's biggest ever viral hit.

And, oh yes, that Seinfeld thing did happen too.

Company: TBWA\CHIAT\DAYRole: Creative Director

GAS POWERED EVERYTHING

What if everything run on gas?

Company: TBWA\CHIAT\DAYRole: Creative Director

IMAGINATION

The Nissan Rogue with available Safety Shield Technologies helps keep you safe on the road. Now the only thing left to fear is your imagination.

Company: TBWA\CHIAT\DAYRole: Creative Director

WHAT IS THE VALUE OF ZERO?

Company: TBWA\CHIAT\DAYRole: Creative Director

ZERO TO SIXTY VINE

A competitor released a Vine showing their car going 0-60 in 6 seconds, the exact length of a Vine.

What they did't know is that we have a car that goes from 0-60 in 2.7 seconds. They found out the next day.

Company: TBWA\CHIAT\DAYRole: Creative Director

Q50 SEDAN GLOBAL LAUNCH

For its flagship sedan launch, Infiniti Global needed a campaign that captured iconic driving settings and worked across several market regions. We aimed to create something drivers from different countries—and cultures—could identify with.

Company: CP+BRole: Creative Director / Art Director

HOW FAR CAN YOU GET WITHOUT THE RIGHT TOOLS?

Apparently, not far.

B2B that stands out from the fray.

Company: Team OneRole: Art Director

HARMONY BETWEEN MAN, NATURE AND MACHINE

Working with the Sweetshop and Director Mr. Hide we put together a visually driven pitch that outlined a 360º campaign. The following is what came of it and though, as freelancers, my partner and I did not have the privilege to see the project through delivery, a debt of gratitude goes out to ECD Mike McKay, CD Andrew Christou, ACD Art Director Sean Farrell, the passionate team at Saatchi LA and Toyota USA for bringing our vision to life and making “Harmony between man, nature and machine” fantastic.

Though inspiring, the brief read like a typical automotive strategy. So, naturally, we had to ignore it.

You see, at the time, the country was at the height of the ongoing depression. Wall Street had flown the coup with billions of tax payers’ money, unemployment was hitting numbers not seen in 40 years and the news around global warming and environment were, well, you know. The country needed another car ad like it needed a hole in the head. We needed a campaign that would put a smile on people’s faces and make them feel good about driving. For us, it was “happy” or bust.

Along the process, my partner moved on to another project, so I pitched my good friend and a super creative, Simon Mainwaring and Saatchi was on board. Simon jumped right on the “happy” bandwagon and with precious little time to go before the big meeting we came up with the big idea, “Harmony.”

The spots quickly climbed to #1 on Creativity and topped Nielsen’s “Top 10 Most-Liked New Ads.”

Social media allowed Prius lovers everywhere to make “Harmony between man, nature and machine” come to life.

The Prius story continued through a great site experience built by EVB and Laika Entertainment House. It won a FWA Site Of The Day.

Company: Saatchi & SaatchiRole: Associate Creative Director / AD

THE BRIEFCASE

One of my things is to always look for an opportunity for earned media. In the case of the Nissan Rogue launch, we needed to come up with something fitting of the car, it’s called Rogue for heaven’s sake.

So we teamed up with media darling car ride company UBER to give an unsuspecting passenger a total adrenaline ride unlike he’s ever had. We told ourselves, it’s one thing to be picked up on an Uber. It’s another to be picked up on a Rogue.

After watching the online piece, people then clicked though to a Facebook competition page with the reveal video.

Company: TBWA\CHIAT\DAYRole: Creative Director

LEXUS

Company: Team OneRole: Art Director

WHAT WOULD YOU DO WITH YOUR EXTRA MILLER TIME?

Company: FallonRole: Art Director

NOBODY SHOULD HAVE TO LIVE WITH CABLE

It was a familiar question coming from the other end of line. BBDO New York needed a hand on an assignment; this time for our client, DirecTV.

The account was on its way out and this was to be the last piece of creative from BBDO: a handful of deals and “3-months-everything-up-the-wazoo-for-free” offers, jammed into 30 seconds that nobody wanted to touch with a ten foot pole.

So, of course, we said yes.

Unbeknownst to the public, Time Warner was in the midst of a flurry of cable acquisitions that would make it the biggest cable company in the market while secretly switching cable providers on a staggering number of subscribers.

This was the nail on the coffin on a long list of customer service abuse cable subscribers had to suffer.

One thing was obvious: “Nobody should have to live with cable”.

An Emmy Award soon followed, along with $3.5MM in incremental production revenue through funds diverted back from the new agency. They weren’t too happy.

Company: BBDORole: Creative Director

TOUGH LOVE

What do you do when you get handed a B2B assignment? You give it some tough love, of course.

Company: TBWA\CHIAT\DAYRole: Creative Director

MITSUBISHI

Company: BBDORole: Creative Director

MID-SIZE TRUCK. FULL-SIZE STRENGTH

Company: TBWA\CHIAT\DAYRole: Creative Director

MAUNA KEA BEACH HOTEL

Company: FabricaRole: Creative Director

DANCE

Company: TBWA\CHIAT\DAYRole: Creative Director

COLLABORATE. CREATE. WIN.

They asked for an email blast, we gave them a full-blown social program.

Three artists, three driving modes, six weeks of prizes, 17,000 designs created, and one new piece of business for TBWA.

To support this campaign, we created four launch films and a website where users could create their own designs for a chance to win a Nissan Juke wrapped in it.

Company: TBWA\CHIAT\DAYRole: Creative Director

LOWE ALPINE

Company: FabricaRole: Creative Director

WOULDN'T IT BE COOL IF YOU KNEW WHEN TO STOP?

CONSECO

Company: FallonRole: Art Director

CAESAR'S PALACE PITCH

Company: BBDORole: Creative Director

THE ARK

A father and daughter's scenic drive takes a turn for the worse when they get caught in a heavy rainstorm. However, instead of turning around and heading home, they're able to keep going thanks to the Nissan Pathfinder's features; allowing them to go on an adventure of a lifetime where they conquer the elements and pick up some friends along the way.

Company: TBWA\CHIAT\DAYRole: Creative Director

THE FIRST CROWDSOURCED Z EVER.

Company: TBWA\CHIAT\DAYRole: Creative Director

FedEx

Company: BBDORole: Art Director

PLAYTIME

A long, long time ago, me and some friends had a little fun behind the lens.